We revised the best promise in advertising

For decades, Avis was defined by “We Try Harder,” one of the most disruptive lines in advertising because it told the truth. But in a travel landscape defined by delays and disruption, trying harder needed new meaning. We went inside the company and found the belief still alive: show up, do the work, be dependable. While the category dealt in celebrity and bluster, travelers needed someone they could rely on. They needed the truth again. “Plan On Us” proved that for 75 years, Avis has had one plan: to help travelers keep theirs. Launched in 2023 as a fully integrated 360 campaign and brand redesign, it repositioned the brand and drove record-breaking sales and site traffic.